The Association of Canadian Advertisers Incorporated (ACA) is a national, not-for-profit association exclusively dedicated to serving the interests of companies that market and advertise their products and services in Canada. Founded in 1914 and incorporated in 1917, membership in the ACA is restricted to advertisers only. Unlike most industry associations, the ACA does not represent just one industry. It cuts across all products and service sectors, and speaks on behalf of over 200 companies and divisions who collectively account for estimated annual sales of $350 billion.

The ACA’s primary goal is to help members maximize the value of their marketing communications investments. Members realize tangible value through a wide array of specialized courses, seminars, publications and communications. Confidential one-on-one advisory services are also available for the asking.

As the voice of the Canadian advertiser, ACA safeguards advertisers' right to commercial free speech and demands an advertising marketplace that is accountable for the value provided to the advertiser. As such, ACA represents the views and concerns of advertisers before government and industry bodies and negotiates with talent unions on behalf of Canadian advertisers. By acting on a wide assortment of concerns and issues, the ACA protects and promotes advertisers' ability to advertise responsibly and cost-effectively.

VISION
The ACA is the first call for marketers seeking authoritative and dependable leadership, guidance and support in all matters related to marketing communications. We are an essential investment in the marketing success of our member organizations.

MISSION
The ACA, Canada’s only association exclusively representing client marketers, is dedicated to helping our members maximize the value of their investments in all forms of marketing communications. We do this by:

• Leading initiatives that enhance knowledge and understanding of practices that build brands, business and shareholder equity
• Safeguarding the right of marketers to commercial free speech, while informing them of their attendant responsibilities
• Providing forums for learning, networking and professional development that enrich expertise and capabilities in the management of marketing communications
• Being a resource that members depend on for proprietary services and customized solutions

VALUES

• Integrity
  We act at the highest levels of integrity, transparency and accountability.
• Leadership
  We take the lead in setting an agenda that promotes the positive interests of marketers.
• Partnership
  We seek a collaborative approach with industry stakeholders on matters of common interest.
• Responsibility
  We foster responsible marketing communications practices.

Definition of Advertising
The ACA has adopted a definition of advertising that is non-media biased and inclusive of all channels of communication. Advertising is defined as any message, communicated in any medium, the content of which is paid for and/or controlled by the advertiser, with the intent to influence choice, opinion or behaviour. The integrity of this definition is consistent with the definitions found in Canadian academic texts and industry codes.

Acknowledged voice of the advertiser >>
ACA leadership has lead to... >>
A catalyst for change >>